Setting the record straight: Predictions debunked.
After sharing the top five tech trends for advertisers to look out for in 2012, our affiliates at IPG are debunking some others.
Last week, we shared IPG Media Lab’s top five tech trends for advertisers to watch out for in 2012, and now we’re sharing those that may have had some publicized buzz around them, but have been debunked by the brains at IPG.
In recent months, there has been plenty of hype and coverage surrounding NFC (Near Field Communication – think Google Wallet which allows consumers to make in-store transactions by paying with their smartphones). Despite the predictions, IPG does not believe that 2012 will be the year of NFC. While the technology is cool and exciting, a very limited number of devices can currently support it. It will also take time for users to adopt the technology (and perhaps fully trust it), so IPG predicts that the first wave of success will be down to brand loyalty programs.
While wireless technology is prevalent, popular and convenient, IPG is debunking the idea that 2012 will see drastic “cord-cutting.” Services such as cable TV are not about to crash into oblivion. While many are indeed saying goodbye to cables, we are far from the state of mass evacuation.
In an effort to spruce up the jumbled appearance of QR codes, marketers have begun dabbling in customized QR codes. But, IPG thinks it’s too soon to take that route. As QR code adoption continues to grow (just over 6% of US smartphone holders use them), one of the biggest obstacles preventing their success is the inability to scan them quickly. IPG also revealed that many QR codes are unreadable on older models of smartphones, so in the meantime, it’s best to keep QR codes simple and readable rather than give them a branded look.
“With modern technologies becoming more and more accessible, marketers have to anticipate trends and find new ways to connect with consumers. Although some might not yet be fully accessible to the mass market, thinking ahead of the curve and innovating by testing new technologies is a must for brands that wish to position themselves as leaders. It may be easier to jump in the train at the station rather than when it’s going at full speed, but it’s worth a shot!” adds Charles Benoit, Client Services Account Executive at Marketel.
Last week, we shared IPG Media Lab’s top five tech trends for advertisers to watch out for in 2012, and now we’re sharing those that may have had some publicized buzz around them, but have been debunked by the brains at IPG.
In recent months, there has been plenty of hype and coverage surrounding NFC (Near Field Communication – think Google Wallet which allows consumers to make in-store transactions by paying with their smartphones). Despite the predictions, IPG does not believe that 2012 will be the year of NFC. While the technology is cool and exciting, a very limited number of devices can currently support it. It will also take time for users to adopt the technology (and perhaps fully trust it), so IPG predicts that the first wave of success will be down to brand loyalty programs.
While wireless technology is prevalent, popular and convenient, IPG is debunking the idea that 2012 will see drastic “cord-cutting.” Services such as cable TV are not about to crash into oblivion. While many are indeed saying goodbye to cables, we are far from the state of mass evacuation.
In an effort to spruce up the jumbled appearance of QR codes, marketers have begun dabbling in customized QR codes. But, IPG thinks it’s too soon to take that route. As QR code adoption continues to grow (just over 6% of US smartphone holders use them), one of the biggest obstacles preventing their success is the inability to scan them quickly. IPG also revealed that many QR codes are unreadable on older models of smartphones, so in the meantime, it’s best to keep QR codes simple and readable rather than give them a branded look.
“With modern technologies becoming more and more accessible, marketers have to anticipate trends and find new ways to connect with consumers. Although some might not yet be fully accessible to the mass market, thinking ahead of the curve and innovating by testing new technologies is a must for brands that wish to position themselves as leaders. It may be easier to jump in the train at the station rather than when it’s going at full speed, but it’s worth a shot!” adds Charles Benoit, Client Services Account Executive at Marketel.
